Pinterest’s new search ads introduce another way for marketers to reach consumers. Some observers even contend the image-based network hopes to take on Google.
Pinterest is testing the features with several companies, including Barilla, eBay, Garnier, Target, Home Depot and Walgreens, and plans to open the search ads to more businesses.
The ad pricing will be determined by a bidding process and ads inserted as Pins into search results — about 55 pins per page, explains Patricio Robles at eConsultancy.
Types of Search Campaigns
The product, Robles says, include two types of campaigns.
Keyword campaigns allow advertisers to target their ads using keywords. Because the keywords that users search with on Pinterest might be different from other search engines, given the visual nature of the service, Pinterest will suggest appropriate keywords for images.
Shopping campaigns give advertisers the ability to auto-generate ads from product feeds they supply to Pinterest via FTP. In the future, advertisers will also be able to use feeds through integrations with feed management providers. Shopping campaigns, because they are feed-based, give advertisers an easy way to quickly create campaigns at scale.
While the product sounds much like Google’s AdWords, it has important differences, since Pinterest is a visual-oriented site and offers a visual search tool. The value of a Pinterest visual search to brands, particularly those in industries like retail and fashion, differs from the value of a Google search.
Visualize the Differences
“It’s a visual platform, so creative is very important,” Jessica Schank, consumer engagement manager at Barilla, told Advertising Age. “We also learned that on Pinterest, search queries are pretty broad.” Those broad search queries mean advertisers can seek consumers in the more open-minded “upper middle” marketing funnel, unlike platforms where consumers are closer to purchase and enter more specific searches.
Barilla considers Pinterest an effective marketing channel that can complement Google, but some campaigns are better suited for AdWords.
“For instance, we are very focused on recipe content on Pinterest where on Google, we can expand into more things like product, FAQs and things like that,” Schank said.
Pinners Seek Products
Pinterest boasts over 150 million monthly users, 75 billion Pins (images users have saved), and over 2 billion searches a month, most by people seeking for products and services to purchase. Most of its top searches last year were non-branded, making the network an ideal channel to attract new customers, says Jon Kaplan, Pinterest head of global sales, in the announcement.
“People on Pinterest start searching as much as three months before they purchase, so your business can reach them while they’re still deciding what to buy,” he writes.
Bottom Line: Pinterest’s new search ads will open up a new marketing venue for brands. While assertions that Pinterest aims to challenge Google may be exaggerations, its new tools and growing popularity warrant a closer look from marketers.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
